During an interview with Forbes, Michael Aidan, head of
digital & VP digital brand platforms at Group Danone S.A., explains what “digital
marketing” means for Danone. The main marketing concepts have not changed, the
delivery of those concepts are changing. Instead of targeting “average”
consumers, CPGs are able to target individuals and improve their marketing efficiencies
by interacting with consumers directly. Through websites like YouTube, Facebook
and Google, marketers can deliver targeted messages to individuals.
The big difference with online marketing is that consumers
have the ability to ignore the ads therefore the messages have to be more
thoughtful and be able to invoke emotions. The game has changed in the sense
that it is no longer about showing a stay-at-home mom 1,000 Tide commercials so
she subconsciously buys Tide products when she goes to the grocery store.
On the other hand, a successful ad has the potential to be
shared by thousands of people and go viral and receiving a link to a YouTube ad
from a friend is a lot more powerful.
Digital marketing can be a powerful tool; however, marketers
have to be more creative and thoughtful to engage targeted consumers.
http://www.forbes.com/sites/forbesinsights/2013/12/18/how-an-involved-cio-can-help-your-organization-embrace-innovation-and-avoid-disruption/
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